1. Overview of the UK hotel / lodging sector 2. The evaluation of social media feedback to identify areas of service excellence and service failure at the same named hotel. 3. Practical implications for service improvement Suggested structure for your assignment, Cover page – Assignment title, module title and code, student ID number, seminar tutor, word count Table of contents – Tabulated list of headings and sub-headings with accurate page numbering Introduction – The purpose and structure of the project. Also a summary of how you collected your data and acknowledgement of any limitations of that process. Section 1, the UK Hotel Sector – LO 1 You are required to use appropriate text books, journal articles and market intelligence databases to identify the following details, ● Define the hotel / lodging sector in the UK. Your definition should detail which subsectors you are including and which ones you are not (and why). This should be developed from literature and referenced throughout. ● Explain the main hotel classification system used in the UK, critique this approach and consider how this compares to systems used in an EU country (of your choice) or in your country. This should be developed from literature and referenced throughout. ● Provide a synthesis of the UK hotel market identifying key brands, target market and market share. This should be developed from market intelligence databases and referenced throughout. Section 2, Service Evaluation – LO 4, 5, 7 Research social media feedback platforms for your chosen hotel (e.g. Trip Advisor), and determine the following, ● Identify and categorize a series of feedback occurrences for your chosen hotel. You will need to decide upon an appropriate date range and how you are going to categorise / organise the data. You will need to consider the qualitative comments, not simply the star rating customers have awarded. Some of the feedback will highlight areas of service excellence and others will highlight service failure. ● Analyze the data collected using simple statistical approaches such as frequency tables and mean values and using these identify which areas the hotel excels in and which it has improvements to work on. ● By creating a cumulative frequency diagram of the areas for improvement, you will be able to make recommendations for improving the guest experience. Section 3, Suggestions of practical implications– LO 2, 3, 4, 7. You are required to draw on your findings in Section 2 to suggest improvements for areas of concern. Pay attention to the following issues: ● While you may address all the areas of concern identified in Section 2, you can choose to focus on the top three issues identified.
